How to choose stock images for your web site

So, you've written a new page or blog for your site and now you’re thinking it needs some visual flair? Stock images to the rescue!

Stock images can set a memorable first impression while complimenting your copy and improving overall readability. The biggest challenge you face is finding the right image.

Finding the right image

avoid cliches like hand-shaking ...and arm wrestling

Think about what the image should contain

Consider the subject matter. Should the image contain people, objects, landscapes, abstract shapes, bold colours, words or maybe a combination of these? If you need inspiration, start by making a list of all the main keywords from your content and doing an image search with Google Image Search or Creative Commons Search. This will often throw up ideas about what you could choose (and equally what you should avoid).

Ask for feedback

Ask friends and family for ideas (e.g. ask them what they think of when you tell them some of your keywords) or perhaps post a question on a mailing list (like the WebDesign-L mailing list). You could also have a look at your competitor's websites to see what images they use (and perhaps avoid these and come up with something better?).

A picture speaks a thousand words

The subject should reflect the content in such a way that it almost acts as a summary. Sometimes even a metaphorical message can work well; you may know the phrase "a picture speaks a thousand words"... just don't be too clever or subtle, as the message can easily be missed. The most important thing to do is avoid stereotypical or clichéd imagery; it's a fine line that separates a tired cliché and a clever metaphor.

wow, colour really can make a difference!

The power of colour

Think carefully about the colours in the image. Occasionally the subject may dictate the colours (e.g. an article on “environmental issues” may demand a green image) but if you can find an image with colours that work in harmony with your site design, you'll find this will give visitors a much better first impression. In other words, using a garish image or colours that jar with your design is best avoided.

Where to look for stock images

There's many stock image vendors out there, some free, some pay-per-image, some subscription-based and some offer all these options. Here's a table listing some of the ones we use and recommend:

stock image vendors
name	type
iStockphoto	pay-per-image / subscription
Flickr Stock Repository	free
Multicolr Search Lab Flickr Set - search by colour	free
Stockxpert	pay-per-image / subscription
morgueFile	free
stock.xchng	free
Image * After	free
openphoto	free
Photos To Go	free / pay-per-image / subscription

Try the free sites first, it could save you money.

Test the image before downloading

When you think you've found a suitable image, download a low-resolution version to test with first. When it comes to paid-for images, you'll find that all decent vendors will let you download a water-marked copy before purchasing. This lets you experiment with it in the context of your new page before paying for it. With free stock images, you can usually download a high resolution version straight away.

If it's a low-res version it may be a bit smaller than you need but it should give you a good idea if it's the one to go for. If you have an image editing program, like Adobe Photoshop or The Gimp, you could enlarge or crop it to fit in with your site design. Your web designer may already have created a set of style guides for you to follow when adding images to your site, so check this as well.

Check the image license

Most stock images have an associated license, usually to protect the photographer's rights. Some images you will pay for once and are free to use (this is referred to as royalty-free), some will require an attribution credit while others may demand a royalty payment, usually dependent on how you use the image yourself. For most web projects, you should find royalty-free images are the norm. Just make sure you don't purchase an image without understanding the terms and conditions associated with it first.

Choose only what you need

Once you're happy with the image you can go ahead and download it. Stock images come in various dimensions and resolutions; the larger it is the more expensive it will be, so only buy the size and resolution you need. For example, there's no need to pay for 300 dpi resolution when you only need 72 dpi (72 dpi is perfect for the web while 300 dpi is better suited for print).

If you can't find the right image, get creative!

If you've worked out what you need but just can't find anything satisfactory, don't worry, there are more options, you just need to get creative!

Using an image editing program, you can join two stock images together to create a brand new composition. You could even add a filter to enhance the appearance. If you've got a digital camera (or are able to borrow one) then why not try taking your own photos? Or if money is not an issue why not commission a photographer to take to some snaps for you?

Originally posted on Tuesday 7th April 2009. Updated on 14th April 2010.